The Internet Watch Foundation has told the agency to target its stakeholders, which range from the general public to internet service providers (ISPs).
IWF head of comms Sarah Robertson said the brief, including five events in major UK cities, would draw attention to the work done by the IWF and show people how they could report instances of online child abuse images.
‘It is a difficult brief because the message can never be sensationalist,' said Robertson. ‘We can't have headlines that encourage people to help look out for child abuse images because that would be inciting people to view them.'
Iris PR director Bill McIntyre said the campaign would also target child protection staff, police, teachers and MPs. In the ten years since the IWF launched, online child abuse images hosted in the UK have dropped from 18 per cent to just 0.2 per cent of the global total, he added.
The first event will be in London on 24 October, and roadshows will take place in Birmingham, Manchester, Newcastle and Bristol.
The IWF is funded by ISPs, telecoms firms, software companies and mobile phone networks.
London-based PR agency Hotwire was used by the IWF last year to work on a campaign targeting IT-professionals.
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